THE METRIVELLO JOURNAL
Better questions. Clearer marketing.
Practical notes on measurement, AI, and the way teams make sense of performance.
Measurement
ROAS is a starting point, not the whole story
Use return on ad spend alongside margin, customer quality, and attribution context.
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AI & Analytics
What a useful AI marketing insight should include
Look for a clear change, a visible source, and an explanation you can challenge.
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Reporting
Build a weekly marketing dashboard people actually use
Organize the report around decisions, not the number of charts you can fit on a screen.
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Marketing Operations
Audit your marketing stack before adding another tool
Map the questions, owners, and data gaps in your current setup before expanding it.
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Measurement
Investigate a performance drop before changing the budget
Check freshness, definitions, and the shape of the change before deciding how to respond.
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Reporting
Turn your weekly report into a decision brief
Give stakeholders the change, the context, and the decision that needs their attention.
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